The Influence of Augmented Reality on Purchase and Repurchase Intention in the Fashion Industry

Augmented Reality allows for the real-time application of simulated computer-generated visual elements to the physical world. The exponential development of businesses and emerging technology is combining to create a scenario in which marketing must adapt to changes on a regular basis. The major purpose of the current research is to investigate how AR technology could be used as a sales and marketing strategy for businesses. With an experimental methodology, this study objectively addresses the research gap in the Fashion Industry by measuring the influence of AR on consumer purchase and repurchase intention in the Fashion Industry. In this study, we adopted a quantitative approach, including an online questionnaire with a Likert scale. Generation Y, as the digital natives, was chosen as a good target population for the experimental investigation of the effects of AR apps on purchase and repurchase intention. To carry out the statistical analysis SPSS 17.1 was used to assess the correlation between the defined variables. Finally, the findings of this study are crucial in understanding if shopping-oriented Augmented Reality applications are more enjoyable and useful to purchase than their Internet equivalents.